The Effect of Processing Mode on Unconscious Thinking

This study contributes to ongoing research on unconscious thinking by investigating how specific processing modes affect the positive effect of some moments of distraction between the presentation of product information and the evaluation of these products. The findings of the current study provide evidence that distraction only affects product evaluations when consumers are motivated to form overall, distinct product evaluations. More specifically, results of two experiments show that distraction enables consumers to distinguish more from less favorable product alternative when consumers have a chronic tendency or are externally motivated to engage in configural processing.

Citation:

Davy Lerouge (2007) ,"The Effect of Processing Mode on Unconscious Thinking", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.